Chapter 10CRAFTING THE BRAND POSITIONING
(Kotler-Keller)
Asri Nur AiniBudi Santoso
Chapter Questions
• How can a firm choose and communicate an effective positioning in the market?
• How do marketers identify and analyze competition?
• How are brands succesfully differentiated?
What is Positioning?
Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target
market.
Value Propositions
• Volvo– The safest, most durable wagon in which your
family can ride• Domino’s– A good hot pizza, delivered to your door within 30
minutes of ordering, at a moderate price
Defining Associations
Points-of-difference (PODs)
• Attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand
Points-of-parity (POPs)• Associations that are
not necessarily unique to the brand but may be shared with other brands
Conveying Category Membership
• Announcing category benefits• Comparing to exemplars• Relying on the product descriptor
Examples of Negatively Correlated Attributes and Benefits
• Low-price vs. High quality
• Taste vs. Low calories
• Nutritious vs. Good tasting
• Powerful vs. Safe• Strong vs. Refined• Ubiquitous vs.
Exclusive• Varied vs. Simple
Differentiation Strategies
• Employee• Channel• Image• Services
Emotional Branding
• Mystery draws together stories, metaphors, dreams, and symbols
• Sensuality keeps five sense• Intimacy means emphaty, commitment and
passion